
Andrea Syverson is a customer-centric listener, connector and creator. As a right and left-brained creative marketing strategist with over 20 years experience, she holds customers in highest regard in all decision-making processes. By actively and intuitively listening to customers, she's created and developed best-selling products across a variety of categories, from gifts and stationery to books to gourmet food to apparel to spirituality, and many in between.
Her clients include large and small companies: Hallmark, Hershey Foods, Ben & Jerry’s, Celestial Seasonings, Wolferman’s and Boston Proper, just to name a few. While she holds an MBA, Andrea acknowledges that her true expertise comes from continuous hands-on customer experiences. Her new book, "BrandAbout: A Seriously Playful Playbook for Passionate Brand-Builders and Merchants," will be out in spring 2010. She's president of IER Partners, a national consulting firm specializing in strategic planning, brand marketing, merchandising, new product development and creative thinking.
Despite the important role inventory management plays in the marketplace, some brands are still relying on last generation inventory management...
Your homepage — as much as you love it — is basically a glorified street sign. Consumers don't read it...
In today's dynamic retail environment, however, the ability to embrace rapid process change is more important than ever. Merchandise and...
Just about every day, a shipper asks me what FedEx or UPS incentive they should be achieving for their specific...
It's official: J.C. Penney scrapped its every-day-low-price strategy for the rollercoaster world of markups and markdowns. Merchants, marketers and graphic artists...
Now that a full week has gone by since the National Retail Federation's Big Show in New York City, I've finally caught...
In the final installment of this three-part series (make sure to check out parts one and two), I examine why it...
Perhaps I've been watching too much of "The Walking Dead" or maybe too many episodes of "Doomsday Preppers," but my paranoia about the...
Two weeks ago in my blog, I totally skewered CompUSA and its warranty company (found out it's Assurant Solutions) for...
I recently returned from an enlightening branding walkabout in Australia for one of my clients. In this deep cultural immersion, I visited eight cities all across the country in eight weeks and met with over 60 of their brand stakeholders. We talked openly about the challenges facing this company’s existing product line, its present pricing structure, its future competitive arena and how it could adapt to the particulars of this niche Australian marketplace to be more customer
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